Yes, There Actually Is Such A Thing In Nascar As Chase Elliott’s Chicken Tenders

The phrases “NASCAR driver Chase Elliott” and “Chicken Tenders” aren’t something that normally go together.

Until recently.

Last week a press release announced the launch of ‘Chase Elliott’s Chicken Tenders’, which as it turns out aren’t actual deep-fried pieces of chicken, though you can order them.

Stay with us.

Chase Elliott’s Chicken Tenders is actually a new type of restaurant. A virtual one customers can order from for delivery or takeout. Virtual restaurants are a relatively new commercial concept that allows people to order items prepared in a traditional kitchen then delivered via services such as DoorDash.

It’s a concept that NASCAR got on board with last year and is managed through Earl Enterprises. Elliott’s virtual restaurant is being managed through Hooter’s a longtime NASCAR sponsor and of Chase Elliott. A total of 196 of the more than 400 restaurants of Hooter’s of America will make the orders which will be delivered through DoorDash, GrubhubGRUB
and Uber Eats.

“Virtual concepts have been an important part of our off-premises growth strategy since 2019,” explained Marc Butler, SVP, Strategic Planning / Off Premise for Hooters of America. “Hooters is very well known for our great wings, but awareness is lower for other menu segments such as tenders, burgers and seafood. Incorporating Chase into this virtual concept will help us create greater awareness, attract a new audience and grow our business with racing aficionados who can share in food and fandom.”

The menu contains a variety of items including fried pickles, chicken wings, and or course chicken tenders. NASCAR drivers have been known to endorse all manner of products through the years, but Elliott becomes the first driver in the sport to lend his name to a virtual restaurant concept. And he doesn’t find anything strange to it at all.

“It’s not weird.” Elliott said Saturday at Martinsville Speedway in Virginia. “I think you see it with other, restaurants who want to promote a driver or whatever they’re involved in, and Hooters is no different.

“I appreciate them wanting to involve me in their day-to-day sales and be, basically, a part of the menu. I guess. It’s kind of cool. But, like I said, I don’t think it’s super uncommon to see people’s names involved in menu items.

“You know, they want to do something a little different and, and hopefully it’s a good thing. “

For Hooter’s the ability to leverage NASCAR’s Most Popular Driver is something they hope will resonate with fans and sell a lot of chicken tenders.

“As the most popular driver in racing today, Chase has a fantastic connection with our restaurant clientele no matter where they are ordering our famous foods, so it’s a natural we’d create a line extension together,” said Hooters CMO Bruce Skala.

The Hooter’s brand first appeared in NASCAR in 1992 as a sponsor for independent driver Alan Kulwicki. The deal was signed by Kulwicki and then Hooter’s president Bob Brooks at the final race of the 1991 season. The widely popular Kulwicki earned the 1992 NASCAR Cup title by winning the Hooter’s 500 at Atlanta Motor Speedway.